How To Achieve Sustainability - Marketers' Edition

Please don't treat this article as a trend, or just another checkmark on your strategy

In order to proceed with the below topic, you must agree on ONE of the below statements;

? I believe that carbon dioxide emissions are the primary driver of global climate change.

? My company - regardless of my views - have a sustainability goal, and I have to plan for it.

If so - then you are in the right place!

You can also find very strong charts on CO? emissions from Our World in Data (https://ourworldindata.org/co2-emissions )

The conclusion is that to meet the targets set by the Paris agreements, annual global CO2 emissions will have to be reduced by -48% in 2030 vs 2019

It Is Everyone's Responsibility, Including Marketers

According to a report by Ebiquity plc and Scope3 , 32% of each person's carbon footprint now comes from the ads they see and receive*, and advertising adds 28% to the annual carbon footprint of every single person in the UK alone - as an example from Dr Grace Kite at magic numbers **

Companies don’t have to choose between sustainability and growth, they can have both ?

A joint study from 麦肯锡 and NielsenIQ examines sales growth for products that claim to be environmentally and socially responsible, in order to make sure it goes beyond surveying customers. The results are promising as products making ESG-related claims averaged 28% cumulative growth over the past five-year period, versus 20% for products that made no such claims.

And the more the claims, the more they grew!

Same was confirmed by 波士顿谘询公司 data

It Is Up To Marketing Leaders To Challenge This

There is - of course - the usual track that brands can take like;

• Ensure that ESG product claims support an overall ESG strategy with a meaningful environmental and social impact across the portfolio.
• Develop a product design process that embraces ESG-related claims alongside cost engineering.
• Invest in ESG through both existing brands and innovative new products.
• Embrace the holistic, interconnected nature of ESG by creating products addressing multiple concerns.
• Creating case studies that showcase how the company reduced its carbon footprint or improved its supply chain sustainability.
• Shift to a sustainable digital marketing stack - Many examples are here

And there are less common practices, that are not just radically innovative, but also speak louder of brand's commitment to reducing carbon footprint.

You Can Buy Your Media With The Environment In Mind!

1 year ago, we started meeting with Prasad Ghag and Anna Kechekmadze to discuss our respective learnings regarding the measurement and reduction of CO2 in Paid Media. Our teams have been working hand-in-hand to design the most accurate and custom reporting possible, enabling teams from 35 markets to monitor carbon emissions over 8 different channels => Céline Craipeau VP, Sustainability at Jellyfish

Today's outcome?

A 30% drop in CO2 emissions from Sanofi ads, boosting performance rather than hindering it. Relying on Scope3 exceptional and ever improving carbon calculation model and on DeepSee.io - Publisher Intelligence to?identify Made-For-Advertising websites and eliminate those carbon-intensive, low-efficiency sites.

So here are new innovative route that you can take

1 - Use C A R B O N E S T I M A T O R before you run your next campaign to see if it will really meet your environmental goals

2 - Use a Bidding tactic F O R C L I M A T E while the campaign is running so you are buying the most CO2 efficient channels

3 - Run C A R B O N F O O T P R I N T A N A L Y S I S once the campaign is finished to ensure you have delivered on your promises

Yes, Media Bidding For The Environment!

The one that is most amazing, is the bidding tactic, that I find to be the best in-class sustainability media product till date.

If that doesn't deliver on your environmental promises, and more than just a tick in your sustainability strategy, then I don't know what would!

Reach out to me directly if you would like to explore more about any of these solutions for your brand or for your client, and let's please consider the next generations future if everything we do.. even bidding on that placement in your next campaign ??

Great Thanks to Céline Craipeau on all her efforts internally within our organization, and externally with clients, to extend that responsibility that we hold towards the future.

I am Mohamed Helmy, and this is my LinkedIn newsletter (?????? ??????????????????' ??????????????). Through my 12+ y ears of marketing and media career, I have managed budgets and performance for many clients (more than $50M of annual budgets) to deliver on their KPIs and business objectives.

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Sources

* The hidden cost of digital advertising

** Advertising adds 28% to the annual carbon footprint of every single person in the UK